NTRA Ad ideas

[joeydb]

The other thread asking "What else do you wager on?" got me thinking. Has the NTRA or any other racing organization, even at the state level, considered doing an ad campaign comparing our game to other forms of gambling? I see two main differences we can exploit:
1. the fact that our game does not enforce a pay table guaranteeing "negative expectation" for the player. Related to this is also the fact that as some bets become worse with more money on the horse in question, other payouts must go up as a result due to the pari-mutuel system.
2. the differences in excitement level of the game itself

I hope this thread sparks ideas that the industry can use. One of our issues right now is that our game is pretty much unadvertised. I live near Philly Park, which has billboards up showing "Philadelphia Park Casino" with slot machines, and they don't mention that they have racing!

I'm no advertisement industry expert, but something like these might be effective:

Proposed Ad #1:
Blackjack table, "Dealer has 21, sorry folks", as the dealer collects the chips in front of the players.
Craps table, "Seven out, take the line", as the dealers clear the layout of almost all chips.
Roulette table, dealer places translucent marker on double zero, and clears the roulette felt.
Then the ad shows the racetrack and a group of about 5 friends. Horse crosses the finish line.
"Hey! there was a good price on that one. Anybody have him?"
"Yeah, I did. I love this game."

Proposed Ad #2:
Slot machine, reels come to a stop: "Click-click-click". Not a winner.
House wheel "Big Six" spinning in the casino. Stops. Not a winner.
Scene changes to the racetrack showing a stretch drive and close finish, crowd cheering. Cut to tote board with a several hundred dollar trifecta payout shown, camera pulls back to over the shoulder of a horse player holding a winning trifecta ticket.

There are a lot of creative people on this site. Please feel free to add any idea you think will help our game from an advertisement perspective. Maybe Steve can get it some visibility if we get enough good stuff listed here.

-Joe

[sumitas]

You have some interesting ideas . Better days are coming . I hope .

How about showing the odds on a race when the gate opens . A player holding a win ticket at 10 -1 odds . Show the tote board as the race is run dropping the odds to 4 -1 as the player's horse crosses the finish line a WINNER . Then the curious look on the player's face when saying "the horse went off at 10 -1 . What happened ? "

Or just show the finish of some of the huge upsets in the sport . Some finishes where horses won at astronomical odds .

[GPK]

Is there an echo in here?

[Danzig]

i think the ad should include trakus-it's the future of racing.

[Scav]

Now I have some time to talk about this. This sport is not marketed well to the masses. If they want to be considered a sport, they should market it like a sport. Arlington does a great job of getting in front of their customers on Thursday and Friday's, especially during the nighttime. If you are watching a baseball game, the bottom line is brought to you by Arlington Park with a side note about what is going on there on Friday/Saturday, there is radio advertisements during the week about Arlington. This is why Arlington is packed on Friday's and Saturdays.

This sport wants to improve on track attendence, how about the NTRA having running some ads on ESPN and local sports channels on Thursday/Fridays about what is going on in their local racetracks that weekend and renew them weekly. And thinking about it, what about major networks where people are sitting in front of their TV's wondering what they are going to do on Saturday and Sunday. NBC had some great NFL commericals for their up and coming weeks and DREW interest in the NFL. If I had nothing to do on a Saturday, and I am watching TV, and I see an advertisement on CBS for Arlington Park with a bunch of girls drinking, band playing, and horses running all over the place, I am seeing what my friends are doing and wanting to check it out. Advertise a big race with two cool names in it, or two jockeys competing against each other or two horses knocking heads, find a story line and exploit it, add intrigue, EVERY DAY there is a story line at the racetrack, within a race or a race day

Sure they advertise the hell out of big events, but people KNOW the big events, normal weekends should be adveritsed as a cost alternative to spending $100 a major sporting event.

I understand the cost that is involved here as I used to shop media when I was in marketing, but putting a little money in would mean alot of money out. Look at Arlington, it isn't a boutique meet and it consistently has a crowd on the weekends because of its advertising, they are always in front of the customer.

Byk is SO RIGHT about how horse racings value from an entertainment level is so large compared to other sporting event. A Bears game this year had the below costs

$85 - Ticket
$70 - 10 beers
$150 - Tailgating essentials

A day at Arlington Park would cost me

$5 - Ticket (Including program)
$40 - $4 per race (for someone just getting into the races, WP bet or something)
$60 - 10 beers

150% less expensive, but the industry doesn't tell the masses that.

[Mike]

How about a wonderful stretch call from a legendary race, with this audio is accompanied by a risque' erotic scene(maybe use Maylan Studart) where the woman is nude on top, riding the male stallion, moving in synch with the announcers gutteral call

[freddymo]

Originally Posted by joeydb

The other thread asking "What else do you wager on?" got me thinking. Has the NTRA or any other racing organization, even at the state level, considered doing an ad campaign comparing our game to other forms of gambling? I see two main differences we can exploit:
1. the fact that our game does not enforce a pay table guaranteeing "negative expectation" for the player. Related to this is also the fact that as some bets become worse with more money on the horse in question, other payouts must go up as a result due to the pari-mutuel system.
2. the differences in excitement level of the game itself

I hope this thread sparks ideas that the industry can use. One of our issues right now is that our game is pretty much unadvertised. I live near Philly Park, which has billboards up showing "Philadelphia Park Casino" with slot machines, and they don't mention that they have racing!

I'm no advertisement industry expert, but something like these might be effective:

Proposed Ad #1:
Blackjack table, "Dealer has 21, sorry folks", as the dealer collects the chips in front of the players.
Craps table, "Seven out, take the line", as the dealers clear the layout of almost all chips.
Roulette table, dealer places translucent marker on double zero, and clears the roulette felt.
Then the ad shows the racetrack and a group of about 5 friends. Horse crosses the finish line.
"Hey! there was a good price on that one. Anybody have him?"
"Yeah, I did. I love this game."

Proposed Ad #2:
Slot machine, reels come to a stop: "Click-click-click". Not a winner.
House wheel "Big Six" spinning in the casino. Stops. Not a winner.
Scene changes to the racetrack showing a stretch drive and close finish, crowd cheering. Cut to tote board with a several hundred dollar trifecta payout shown, camera pulls back to over the shoulder of a horse player holding a winning trifecta ticket.

There are a lot of creative people on this site. Please feel free to add any idea you think will help our game from an advertisement perspective. Maybe Steve can get it some visibility if we get enough good stuff listed here.

-Joe

Maybe they could show a horse winning... folks celebrating and then the Inquiry sign going up for 8 minutes while baffoons figure out that they are arbitarily taking down the winner.. then flash back to the people who had thought they won bummed out as "the Fat Man" goes on a 20 second tirade on herding... What a commercial for racing that would be... Or maybe we should just stick with GO BABY GO

[my miss storm cat]

Originally Posted by freddymo

Maybe they could show a horse winning... folks celebrating and then the Inquiry sign going up for 8 minutes while baffoons figure out that they are arbitarily taking down the winner.. then flash back to the people who had thought they won bummed out as "the Fat Man" goes on a 20 second tirade on herding... What a commercial for racing that would be... Or maybe we should just stick with GO BABY GO

[philcski]

Originally Posted by joeydb

The other thread asking "What else do you wager on?" got me thinking. Has the NTRA or any other racing organization, even at the state level, considered doing an ad campaign comparing our game to other forms of gambling? I see two main differences we can exploit:
1. the fact that our game does not enforce a pay table guaranteeing "negative expectation" for the player. Related to this is also the fact that as some bets become worse with more money on the horse in question, other payouts must go up as a result due to the pari-mutuel system.
2. the differences in excitement level of the game itself

I hope this thread sparks ideas that the industry can use. One of our issues right now is that our game is pretty much unadvertised. I live near Philly Park, which has billboards up showing "Philadelphia Park Casino" with slot machines, and they don't mention that they have racing!

I'm no advertisement industry expert, but something like these might be effective:

Proposed Ad #1:
Blackjack table, "Dealer has 21, sorry folks", as the dealer collects the chips in front of the players.
Craps table, "Seven out, take the line", as the dealers clear the layout of almost all chips.
Roulette table, dealer places translucent marker on double zero, and clears the roulette felt.
Then the ad shows the racetrack and a group of about 5 friends. Horse crosses the finish line.
"Hey! there was a good price on that one. Anybody have him?"
"Yeah, I did. I love this game."

Proposed Ad #2:
Slot machine, reels come to a stop: "Click-click-click". Not a winner.
House wheel "Big Six" spinning in the casino. Stops. Not a winner.
Scene changes to the racetrack showing a stretch drive and close finish, crowd cheering. Cut to tote board with a several hundred dollar trifecta payout shown, camera pulls back to over the shoulder of a horse player holding a winning trifecta ticket.

There are a lot of creative people on this site. Please feel free to add any idea you think will help our game from an advertisement perspective. Maybe Steve can get it some visibility if we get enough good stuff listed here.

-Joe

This is good stuff- nice work.

[my miss storm cat]

Originally Posted by joeydb

The other thread asking "What else do you wager on?" got me thinking. Has the NTRA or any other racing organization, even at the state level, considered doing an ad campaign comparing our game to other forms of gambling?

-Joe

Interesting idea and nicely done.

I'm all for this and for bringing in the non-gambling types. (Cause once you get addicted you play)!

Here's my idea...

EXT - LONGSHOT - RACE TRACK - EARLY MORNING

A quiet and foggy morning but in the bg we HEAR the sound of hooves growing louder. Camera holds for a few beats.

SMASH CUT - RACETRACK - MED. SHOT

Stretch run as in the bg we HEAR the racecaller, his voice excited and growing louder, louder. Camera pans in.

CUT TO CROWDS

Assorted shots, well dressed types, screaming, waving tickets.

CUT TO FINISH LINE

In the bg we hear crowds and the racecaller as one horse puts a nose in front. Continue to hear assorted bg as the jock leans over smiling, patting the winner.

Assorted shots, excited players holding winning tickets, hugging, drinking, celebrating.

DISSOLVE TO EXT - OUTDOOR RESTAURANT

Pan in to the two bored looking, twenty-something, nicely dressed women having morning coffee.

WOMAN #1

So what do you want to do today?


WOMAN #2

(Sighs. Bored. Reluctant).
I guess we could hit the mall and then...


WOMAN #1

(Interrupting. Sudden)
I've got a better idea.
(Leans in and smiles, as if to share a dirty little secret. Lowers her voice)
CLOSE UP
Lets go to the track.

EXT - RACE TRACK - MED. SHOT - THE TWO WOMAN

excited, watching races, stretch run in the bg, celebrating.

DISSOLVE BACK TO EARLY MORNING RACETRACK

We continue to hear the hooves grow louder and as they come into the frame

ANNOUNCER VO

So..... what are you doing today?

Horse continues on and exits SHOT, camera holds.

SMASH CUT

MONTAGE, assorted shots, very quick with loud music (Caribbean? Something centering on drums) for about 7 seconds ending suddenly with single almost deafening drum beat and NTRA logo.

[joeydb]

Originally Posted by my miss storm cat

Interesting idea and nicely done.

I'm all for this and for bringing in the non-gambling types. (Cause once you get addicted you play)!

Here's my idea...

EXT - LONGSHOT - RACE TRACK - EARLY MORNING

A quiet and foggy morning but in the bg we HEAR the sound of hooves growing louder. Camera holds for a few beats.

SMASH CUT - RACETRACK - MED. SHOT

Stretch run as in the bg we HEAR the racecaller, his voice excited and growing louder, louder. Camera pans in.

CUT TO CROWDS

Assorted shots, well dressed types, screaming, waving tickets.

CUT TO FINISH LINE

In the bg we hear crowds and the racecaller as one horse puts a nose in front. Continue to hear assorted bg as the jock leans over smiling, patting the winner.

Assorted shots, excited players holding winning tickets, hugging, drinking, celebrating.

DISSOLVE TO EXT - OUTDOOR RESTAURANT

Pan in to the two bored looking, twenty-something, nicely dressed women having morning coffee.

WOMAN #1

So what do you want to do today?


WOMAN #2

(Sighs. Bored. Reluctant).
I guess we could hit the mall and then...


WOMAN #1

(Interrupting. Sudden)
I've got a better idea.
(Leans in and smiles, as if to share a dirty little secret. Lowers her voice)
CLOSE UP
Lets go to the track.

EXT - RACE TRACK - MED. SHOT - THE TWO WOMAN

excited, watching races, stretch run in the bg, celebrating.

DISSOLVE BACK TO EARLY MORNING RACETRACK

We continue to hear the hooves grow louder and as they come into the frame

ANNOUNCER VO

So..... what are you doing today?

Horse continues on and exits SHOT, camera holds.

SMASH CUT

MONTAGE, assorted shots, very quick with loud music (Caribbean? Something centering on drums) for about 7 seconds ending suddenly with single almost deafening drum beat and NTRA logo.

That's a good one too -- I like it. Very well presented.

[joeydb]

By the way, when I started the thread I forgot about the "Go Baby Go" campaign. I assume that has ended. So does NTRA officially have no advertising going now?

[MaTH716]

Originally Posted by joeydb

By the way, when I started the thread I forgot about the "Go Baby Go" campaign. I assume that has ended. So does NTRA officially have no advertising going now?

I would think that their (if they have one) promotional/marketing push would start right before the Kentucky Derby. Biggest race of the year, plus easier to promote with the weather getting warmer. Realistically they would be probably throwing money away promoting meets in markets with very cold climates. I personally enjoy playing Aqueduct, but I'm not going to be loading the family into the car to head there in the very near future. In the NY area, I believe the advertising starts with the Wood and then picks up as they head over to Belmont.

[pointman]

Originally Posted by joeydb

By the way, when I started the thread I forgot about the "Go Baby Go" campaign. I assume that has ended. So does NTRA officially have no advertising going now?

Isn't the latest one "Who do you like today?" or something to that effect?

[dagolfer33]

The NTRA had a campaign with a nice commercial that involved a family concept and showed some really excited fans etc. I think the tagline for it was "Rediscover horseracing" The only problem I had with it was, it was only run on TVG and maybe a few times when the triple crown races were aired. Who in the hell is that reaching. You will never get "new" fans that way, period.

[TheSpyder]

I'm not as good laying out a commerical as MMSC. Some have seen my video work....but, I would have a group of fans excited right before the race with one just about jumping out of their shoes. As the race progresses, shoot between the horses and them with his winning horse coming down the stretch and shot back and forth where in the end the fan actually ends up riding the winner accross the wire raising his fist as he wins.

[Bystander]

Here's your ad source http://ctpboston.com/

I'm sure they'd relish suggestions.

[freddymo]

Originally Posted by joeydb

By the way, when I started the thread I forgot about the "Go Baby Go" campaign. I assume that has ended. So does NTRA officially have no advertising going now?

They changed it this year to Run OJ RUN